Two Sides

Paper has been around for almost 2000 years, and during this time it has undoubtedly established itself as the most effective and versatile means of communication.

Even in today’s digital age with the availability of alternative media, paper’s unique practical and aesthetic qualities simply can’t be achieved by using electronic alternatives. That’s not to say that one is less suitable than the other. Both paper-based & electronic communication have a role to play and can compliment each other.

In recent years, however, paper has been the target of negative and often misinformed environmental criticism. Listening to some people, its benefits are outweighed by the mass of misleading environmental disadvantages; shrinking forests, excessive energy consumption, and overflowing landfill sites. So as far as the environment is concerned, paper appears bad.

It isn’t and paper doesn’t have to cost the earth. While paper does use trees, its production does consume energy and too often, waste paper ends up in landfill sites, it is also one of the few truly renewable and recyclable raw materials we have.

As an industry, we have generally responded to accusations in a reactive & uncoordinated way. And yet we have one of the strongest stories to tell. Wood fibre has the opportunity to renew itself naturally and be reused often, so despite the barrage of criticism, there are two sides to paper and it does have a strong environmental story to tell.

In response, the NAPM launched ‘Two Sides’, an industry-wide initiative to address these criticisms, to educate the paper-buying public of the true facts so they can make informed choices, while at the same time, promote responsible paper use. The key focus is to encourage people to question and challenge their existing wisdom about paper, to counteract the impact of the current environmental lobby against the paper industry, and arrest the guilt surrounding the use of paper.

However, changing public perception will take time and effort, so for ‘Two Sides’ to be successful, the print and paper industries need to speak with a common voice to dispel the myths and present the real facts.